LONDON FOG

LONDON FOG

ABOUT LONDON FOG

London Fog is one of the oldest and most established fashion brands. Created in 1923, London Fog reached its peak of popularity and became the symbol of American rainwear in the 1960's with the introduction of its classic trench coat.

Today, London Fog is ranked as the #1 recognized brand of outerwear in the United States. London Fog continues to enjoy iconic status and high brand recognition with close to 90 percent consumer awareness, representing attainable luxury with a classic metropolitan appeal from corporate wear to weekend wear.

In August 2006, Iconix Brand Group, Inc. acquired the London Fog Brand. The brand relauched in 2007, with a celebrity-fueled advertisering campaign featuring Kevin Bacon, Teri Hatcher, Michael Bolton, Nicolette Sheridan and Cheryl Hines. Other celebirty campaigns include Tony Parker, Eva Longoria, Gisele Bundchen, Christina Hendricks, Nicole Scherzinger and most recently Alessandra Ambrosio. The brand is available in the U.S. at Macy's and Dillards, is exclusively available in Canada at Hudson Bay and is soon to be available in Europe.

LONDON FOG HISTORY

1923 – Londontown Clothing Company is founded by Israel Myers.

1938-1950 – London Fog makes waterproof coats for the U.S. Navy during WWII.

1950’s – Partners with DuPont to create a water repellent material that is durable. Wanamaker’s Department store in Philadelphia introduces raincoats for women, and they quickly sell out. Introduces first removable liner. Patents a process to strengthen buttons and patents an inner barrier for extra weather protection.

1960’s – London Fog goes public. Branches out into new categories beyond coats.

1970’s – Opens first London Fog store. Two-thirds of all better raincoats sold in the U.S. are London Fog. Has a broad range of products including sweaters, pants, luggage and even sunglasses.

2008 – 2013 - Celebrates providing over three generations of customers with updated classics, and enjoys distribution at better department stores across the country. Ad campaign featuring celebrities donates over $75,000 to charities such as the Make-A-Wish Foundation and United Cerebral Palsy. Now in its 85th year, London Fog becomes a premier global lifestyle brand, branching out into a number of product categories.